A few days ago, Google announced in their Inside AdWords blog, that it will automatically adjusting misspelled paid search terms and queries to paid search results. Google has been using this for their organic search now for sometime. Here is a screenshot of what it looks like on the organic side. 
Any user who enters a query with a misspelling or other variation on a common term will be returned relevant, correctly spelled paid search results.
Starting in mid-May, users who misspell a query or enter a singular or plural form of certain terms will see results most likely relevant to their search in both paid and unpaid listings. You may be asking why have they done this? Well, their answer is like it always is – for its users of course. Google says in early experiments they have seen advertisers getting 7% more clicks while keeping cost per clicks comparable. Of course you mileage may vary.
So are you stuck with this new misspelling technology?
Absolutely not. If you rather not have your paid search ads to show up there will be new controls that will allow you to adjust your keyword matching options. As you can see from the above screenshot, you will be able to control this in the campaign settings tab under advanced settings.
Stay tuned as in the next few months I will do a case study on this specific tactic and see if it works or does not!
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